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Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
Brandwatch SoConBuzz Presentation
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Brandwatch SoConBuzz Presentation

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Brand engagement on Twitter - give me the REAL picture …

Brand engagement on Twitter - give me the REAL picture

Brandwatch is a social media monitoring and analysis company used globally by brands and research companies to better understand how their customers are using social media. Bryan’s masterclass will look at the data around how brands actually use Twitter.

For instance, how many accounts do corporations have, is Brand usage of Twitter growing? Which tools do they use? Is there industry bias? This session will give an in-depth comparison of brands customer service on Twitter. What's the sentiment expressed? Who's doing it well? Who's gets a #fail?

Our data and insight will leave you with essential market knowledge to inform your own customer engagement strategy and potential opportunities.

Published in: Business, Technology
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  • A while ago, we used BW to do some research to categorise the way in which people were talking on twitter to brands. We created queries for each of the brands concerned. And categorised each of the resulting data sets by the different sorts of conversational categories: ‘direct request’, ‘general abuse’, ‘general praise’, and ‘possible response’. And ‘other’.Roughly speaking, 20% were ‘possible response’. Between 10 and 25% were general abuse. Between 10 and 15% were general praise. Between 5 and 20% were direct request. And these categories are relevant because we can also look at whether or not a particular type of comment resulted in a response from a brand. Now this research was a good 6 months ago. I pose the question to you, as brands, as to whether, if we were to conduct the research again, the same would apply.
  • Transcript

    1. Brand Engagement on Twitter and FacebookJune 2012BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 234 601
    2. Purpose of this masterclass • Provide you with a benchmark for how often and what type of engagement is standard for a „social brand‟ on twitter and facebook© 2012 Brandwatch | www.brandwatch.com 2
    3. A note on where this data comes from • Data comes from Brandwatch (that is what we do) • Some data from Brandwatch work for Headstream Social Brands Top 100 long list of 250+ companies (“SB100”) • Additional data from 250 leading consumer brands (“data set 2”) • Both sets c. 50:50 split between UK and US© 2012 Brandwatch | www.brandwatch.com 3
    4. Twitter© 2012 Brandwatch | www.brandwatch.com 4
    5. Most corporate accounts tweeted between 2 and10 times a day; average was 8 (SB100 data) 130 Number of… 77 22 14 7 0 1 Tweets per day (avg.)• @xboxsupport was the account that tweeted over 1,000 times per day on average – no other accounts tweeted more than 500 times per day.• 22 accounts tweeted once or less per day.© 2012 Brandwatch | www.brandwatch.com 5
    6. The top twitter accounts are either v social orTelcos or rail companies or weird (SB100 data)• Top 10 accounts that tweeted most per day on average: Brand name Twitter name Avg. tweets per day Xbox @XboxSupport 1,014 BT @BTCare 316 O2 @O2 227 London Midland @LondonMidland 173 The Comfy Train @thecomfytrain 173 Royal Mail @RoyalMail 119 Brays Cottage Pork Pies @Brays_Cottage 106 Orange @OrangeHelpers 106 Gower Cottage Brownies @gowercottage 92 National Rail Enquiries @nationalrailenq 88© 2012 Brandwatch | www.brandwatch.com 6
    7. Brands that do not use Twitter include Apple and3 Mobile (SB100 data) Brand (Lack of) Activity Aldi Never tweeted Apple No Account Boots No Account Borders No Account Burton No Account Circuit city Very Infrequent updates Freedom2surf No Account Primark No Account Prudential Never tweeted Southern Water Never tweeted 3 Mobile Never tweeted© 2012 Brandwatch | www.brandwatch.com 7
    8. Brand accounts are tweeting less frequently onaverage, than they were in 2011 (data set 2) 2011 2012 28% 25% 22% 18% 19% 11% 12% 12% 10% 9% 8% 10% 8% 5% 1% 2%• In 2011, half of the monitored brands tweeted fewer than 19 times per week. In 2012, half tweeted fewer than 7 times per week© 2012 Brandwatch | www.brandwatch.com 8
    9. The majority of Brands use a Twitter account forboth broadcast and engagement (data set 2) 9% NO ACCOUNT OR ACTIVITY 13% BROADCAST ONLY75% BOTHBROADCAST AND 3% ENGAGEMENTENGAGEMENT ONLY© 2012 Brandwatch | www.brandwatch.com 9
    10. Corporate accounts do not engage on every typeof tweet they receive (data set 2) DOES THE COMPANY RESPOND TO… General Direct Possible General General Company news/PR requests responses abuse praise Phone co. Yes 85% 0% 25% 100% Airline Yes 60% 10% 50% 35% High St Yes 0% 0% 0% 0% retailer (1) High St Yes 100% 35% 20% 50% retailer (2) Bank Yes 0% 10% 0% 0%© 2012 Brandwatch | www.brandwatch.com 10
    11. Other tweeters generally don’t retweet corporatetweets, with some exceptions (SB100 data)• The av number of retweets per corporate tweet was only 1• Below are the top 10 most retweeted accounts: Avg. number of retweets per Brand name Twitter name tweet The Ellen Show @theellenshow 1,147 Tetley @tetley_teafolk 412 The Economist @theeconomist 99 BBC breaking @BBCbreaking 96 Google @google 71 Samsung Mobile @samsungmobile 61 TOMS @TOMS 41 Red Bull @redbull 38 Marmite @thisismarmite 38 Manchester City Football @mcfc 35 Club© 2012 Brandwatch | www.brandwatch.com 11
    12. More and more brands have made the decision to use more than one Twitter account (data set 2) 2011 201216% NO ACCOUNT 9% NO ACCOUNTOR ACTIVITY OR ACTIVITY7% MULTIPLE 35% MULTIPLEACCOUNTS ACCOUNTS77% ONE 56% ONEACCOUNT ACCOUNT • The proportion of brands using multiple accounts has increased five-fold. • The majority of Brands still use just one account, but this figure is shrinking © 2012 Brandwatch | www.brandwatch.com 12
    13. Corporate accounts are mentioned a lot more thanthey mention themselves (SB100 data) 80 63 58 Number of accounts 34 11 3 2 Mentions per day (avg.)• 2 accounts were mentioned over 5,000 times per day• 13 accounts were mentioned once or less per day, including Tropicana, Castello Cheese and Holywell Spring Water© 2012 Brandwatch | www.brandwatch.com 13
    14. The majority of brands took between 1 and 6 hoursto reply to tweets (SB100 data) 93 Number of accounts 37 38 33 21 13 10 6 Average time taken to reply• Average time to respond to tweets was 3 hours 37 minutes© 2012 Brandwatch | www.brandwatch.com 14
    15. Most brands use the Twitter web interface orHootsuite (data set 2) 138 141 117 52 31 7 Web Hootsuite Tweetdeck CoTweet Twitterfeed Other InterfaceOther tools includes custom clients, no other tool was used by more than 3brands.© 2012 Brandwatch | www.brandwatch.com 15
    16. TweetDeck and CoTweet use has fallen leavingHootSuite as the clear leading desktop client (dataset 2) Change in Client 2011 Share 2012 Share Growth Share Web Interface 26% 28% +2% +9% HootSuite 16% 24% +8% +53% TweetDeck 19% 11% -8% -42% CoTweet 16% 6% -10% -60% Twitterfeed 1% 1% +0% +1% Other 22% 29% +7% +31%• The Twitter web interface remains the most common way for brands to use Twitter.© 2012 Brandwatch | www.brandwatch.com 16
    17. Of the brands who used a single tool in 2011, two-thirds were using a different tool in 2012 (data set 2) 41% DID NOT CHANGE TOOL59% CHANGEDTOOL© 2012 Brandwatch | www.brandwatch.com 17
    18. Facebook© 2012 Brandwatch | www.brandwatch.com 18
    19. Even for social brands, Facebook fan pages arenot yet hotbeds of inaction (SB100 data) For an average social brand, how Average performance many... ...people “like” their facebook page? 40,000 ...people were “talking about” their 800 facebook page per month ...posts did the brand make per day 1 ...posts did users make on their 2 facebook page per day ...comments did users make on a brand 14 post ...“likes” for every post the brand made 32 ...posts did the brand respond to? 21%© 2012 Brandwatch | www.brandwatch.com 19
    20. The majority of Facebook pages had significantlyfewer people ‘talking about them’ than page likes 89 Talking about Number of brand pages Page likes 61 55 44 43 23 28 17 22 7 10 11 0 0 Number of ‘Talking about’/Page likes• There is not a strong correlation between the number of page likes and the number of those „talking about‟ it.© 2012 Brandwatch | www.brandwatch.com 20
    21. The majority of brands posted on their own pageonce or less per day on average (SB100 data) 103 99 Number of pages Brand posts 80 73 User posts 33 4 8 9 0 0 0 1 0 2 Avg. posts per day• Most pages also received one or less posts by users per day.• The number of user posts does not appear to be significantly impacted by the number of brand posts.© 2012 Brandwatch | www.brandwatch.com 21
    22. Brand posts were rarely shared and received fewcomments and likes (SB100 data) 100 Number of brand pages 90 Likes 80 70 Comments 60 50 Shares 40 30 20 10 0 Average per brand post• The majority of brand posts were only shared once or not at all.• Brand posts tended to, on average, receive 11 to 50 comments and between 2 and 10 likes.© 2012 Brandwatch | www.brandwatch.com 22
    23. On average, brands only responded to 20% ofposts on their facebook pages (SB100 data) 27% Facebook pages (%) Number of 21% pages 17% 16% 15% 4% 8 Total user posts responded to• 16% of brands never responded to user posts.© 2012 Brandwatch | www.brandwatch.com 23
    24. FOR MORE INFOEMAIL: contact@brandwatch.comWEB: http://www.brandwatch.comTWITTER: @brandwatchPHONE:UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 442 04FAX:UK: +44 (0)1273 234 291DOCUMENT LIMITATIONThe information given in this document has been checked for accuracy and completeness however Brandwatchshall not be liable for any errors or omissions.Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom© 2012 Brandwatch | www.brandwatch.com 24

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